Before you start reaching out to potential clients through email or LinkedIn, you need either an optimized LinkedIn profile or a website (or both). If you don’t have either yet, start with a LinkedIn profile. You can set one up today using the tips you’ll find here.
After you’ve optimized your LinkedIn profile, nothing is stopping you from reaching out to clients and companies that would be a good fit for your business. So, let’s talk about how to do that.
Fundamental Values of Outbound Marketing
Each of us has values we adhere to in our personal and professional lives. I encourage you to figure out yours.
Here, I share my fundamental values when reaching out to prospects. These values are WHY I practice and teach LinkedIn outreach in the way I do.
1. Directness
I highly value directness in my business and life, so I don’t beat around the bush by dropping hints in my outbound marketing.
I don’t spend time lurking on and engaging with a prospect’s LI content before reaching out to them. I don’t send messages without a purpose… things like “Hope you’re doing well. We work in the same industries, so let’s connect.”
Everyone knows why we’re on LinkedIn, so it’s okay to be direct about the fact you’re looking for business. This approach has saved me and my prospects a lot of time. It also inherently shows respect for another person’s time.
2. Conciseness
People are busy… especially the professionals on LinkedIn. That’s why sending a lengthy, multi-paragraph pitch can put off prospects.
I want my prospects to know at a glance what I’m trying to achieve with my communication and immediately decide whether or not they’d like to have a conversation about it.
Being concise shows respect, clarity, and confidence.
3. Coolness
Your outreach messages shouldn’t appear like they have the power to make or break your business. Instead, aim for a relaxed tone, so your messages are casual… even fun, if that’s your vibe.
You achieve this tone by being interested in your prospect but detached from the outcome of any given communication. This detachment comes from consistently marketing yourself without getting hung up on any particular prospect.
The coolness comes from developing an abundance mindset. Millions of people could benefit from your services… and your job isn’t to get attached to the idea of working with a specific prospect, but to keep marketing your services so the right prospects can find you.
Now, let’s look at some outbound scripts you can use to connect with prospects and land paid projects.
5 Scripts to Reach Out to Prospects Via Email or LinkedIn
What follows is a series of five messages you can use to cultivate a relationship with a prospect and increase your chances of turning them into a client.
For each of these, I give you a basic formula, followed by an example of how to use it.
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Introduce yourself + ask if they engage freelance writers + relevant samples + a compliment on their current content
“Hi <name>, do you work with freelance writers at <company>? I specialize in <services> for <niche> companies. My portfolio — <link>. I really like <XYZ> piece on your website for its clarity and tone of voice. Let’s connect?”
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Tell them about past clients in their industry (first follow-up)
“Hi <name>, I forgot to mention in my last message, but I’ve worked with similar companies as yours — <Client name, Client name>. I have some availability next month, and I’d love to discuss your content plan.”
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Send them a link to book a call (second follow-up)
“Hi <name>, I hope you’re doing well. When you want to discuss your content strategy and implementation, please book a call here — <link>. Thanks!”
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A simple one-liner email/LI message (third follow-up)
“Hi <name>, did you get a chance to look at my samples? Also, if you want me to stop following up, just let me know. It’s all good. Hope you’re doing well.”
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The final follow-up — with a gentle no-response-necessary vibe
“Hi <name>, I have some availability next quarter. Can I help you implement your content plan? I specialize in <types of content>, you might remember. If you don’t need me yet, no response necessary! Thanks.”
These scripts aren’t set in stone. Mix and match them, adapt them to your style and voice, and experiment with them to arrive at a combination that works for you.
Schedule follow-ups like so:
- First follow-up — two weeks after your introduction
- Second follow-up — two weeks later
- Third follow-up — one month later
- Fourth follow-up — one month later
After that, send a message each quarter to touch base, unless the prospect asks you to stop.
Use these scripts to reach companies that fit your ideal client definition. Umm… don’t have an ideal client definition?
This is the first in a three-part series, so watch for the next article in a month, where you’ll learn to write your ideal client definition (if you don’t already have one) and how to find companies that fit your ideal client definition.
You don’t need to know the system perfectly to begin. Just start by reaching out to companies right now. The more you do it, the more you’ll improve, and the easier it will get.
